valla roth behavioural economics - 2012

A Presenta*on from The NewMR Behaviour Economics Event

19 April 2012

Measuring the Power of Social Influence at the Shelf Valla Roth, Decision Insight

Event sponsored by Greenbook All copyright owned by The Future Place and the presenters of the material

For more informa>on about Greenbook visit www.greenbookblog.org For more informa>on about NewMR events visit newmr.org

Speaker: Valla Roth, Decision Insight, US NewMR Behavioural Economics Event, 19 April 2012, Session 3

Valla Roth Director of Communications

Decision Insight

Measuring the Power of Social Influence

at the Shelf

April 19, 2012

ShopperIQTM Measure the impact of shopper decisions where they happen


Our World is Changing


The Power of Social Media

“I thought I had no power when I started my blog, but I still wanted to make a difference in my own quiet way. I had no idea it would create an uproar…discovering that school lunch reform is vital.” - Sarah Wu, a.k.a. Mrs. Q


The Power of Friends

Carolyn Everson VP Global Marketing Facebook

“We at Facebook believe that everything is better with your friends. This is just as true when you’re making purchase decisions as when you decide what you want to wear or where you want to go to eat. People listen to their friends about what they should buy.” - Shopper Marketing, 9/11 issue


Social Marketing Works

6.7%

6.3%

7.2%

All Categories Food and Beverage

Personal Care

Sales Lift

Source: SymphonyIRI and Bzz Agent Study 2012


Funda mental ?


How Do We Decide?

?


The Field is Growing


ü  We could be more certain of how shoppers make decisions...

ü  AND translate that knowledge across multiple situations…

ü  Identifying universal key Shopper Marketing principles to influence shopping behavior in our favor.

Wouldn’t it be Great if…


compliance

Can We Replicate These Behaviors? In Store?


The Research: Message Types

BENEFIT

SOCIAL INFLUENCE

VS


Our Research Experiment…


Participants enter a virtual store… where they shop as they would in real life, interacting with shelf variations.

Respondents scroll through the aisle to view different products…

and click on items to pick them up, learn more, return to shelf, or select to purchase.

1 2

3 4

Virtual Shopping: How it Works


Dish Soap & Pasta

Featured Products: $2-3


Dish Soap & Pasta: Message Types

BENEFIT SOCIAL INFLUENCE

VS

17 Release Restricted ©

Decision Insight, Inc. 2011


Dish Soap & Pasta


No differences between SOCIAL and BENEFIT Messages


Measuring What They Say vs. What They Do

2 OUT OF 3 SAID THEY PREFER THE BENEFIT MESSAGE

YET WHEN THEY SHOPPED, SALES

WITH THE BENEFITS MESSAGE SHOWED NO LIFT OVERALL


Razors



Razors: Message Types

BENEFIT SOCIAL

INFLUENCE VS




“In general, when we are unsure of ourselves, when the situa&on is unclear or uncertainty reigns, we are most likely to look to and accept the acAons of others as correct.” -‐ Robert Cialdini, Ph.D.



Regarding both INTENT TO BUY and APPEAL,

the BENEFIT messaging resonates with GILLETTE USERS while the SOCIAL

INFLUENCE message resonates with GILLETTE NON-USERS.

Razors


Social Influence Messaging Enhances Brand Perceptions

33%

67%

42%

80%

Is the market leader

Made by a trusted brand

Social Influence Message Impact of Gillette Brand Perceptions

Among Non-Users

SOCIAL INFLUENCE

SOCIAL INFLUENCE

BENEFIT

BENEFIT




A Little Experiment… Marketing Objectives ü  Attract Non-Users ü  Grow the category

Message Type ü Social Influence




Understanding Social Influence


We’ve Started the Journey

Moving Forward




Q & A

Valla Roth Decision Insight

Lenny Murphy Greenbook


Thank you!

Valla Roth Director of Communications Decision Insight [email protected] 816-221-0445



About Decision Insight As a leader and innovator in Shopper Marketing and Category Management research, Decision Insight builds and leverages virtual environments to help understand the impact of these strategies where the ultimate decision is made: in the store. Our suite of ShopperIQ™ research solutions predict the impact of in-store strategies by creating the appropriate context to test alternatives, understand the whys behind them, and optimize their communication – providing significant cost and timing advantages over testing in stores. Our virtual shopping results correlate to in-market data at .90 or better. Learn more at: www.decisioninsight.com For more information or to request a demo:

[email protected] or 816-221-0445 x215


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A Presenta*on from The NewMR Behaviour Economics Event

19 April 2012

Measuring the Power of Social Influence at the Shelf Valla Roth, Decision Insight

Event sponsored by Greenbook All copyright owned by The Future Place and the presenters of the material

For more informa>on about Greenbook visit www.greenbookblog.org For more informa>on about NewMR events visit newmr.org